Search terms and negative keywords
We review Bing search terms separately from Google. Microsoft-specific negative keyword lists, match types and brand coverage follow that data.
Microsoft Ads management
Microsoft Ads reaches additional UK search demand across Bing, Edge and Copilot. Clean Digital manages the channel separately from Google Ads. We repair imports, configure UET and offline conversion tracking, and apply eligible LinkedIn profile targeting. Separate reports show the leads and revenue attributed to Microsoft. The service can sit within our paid search management across Google and Microsoft Ads.
£160M+ in agency-wide ad spend managedoak dining table
On Google
On Bing, Edge and Copilot
Microsoft search ad placementA separate auction with its own bids, budgets and search-term data.
Bing, Edge and Copilot use a separate Microsoft auction. We set bids and budgets from Microsoft search-term and conversion data.
Some accounts leave Microsoft Advertising inactive. Others launch a Google Ads import without a Microsoft-specific review. The import can transfer useful campaign structure. Clean Digital rebuilds tracking, audience signals, budgets and search-term controls for Microsoft.
Management continues after launch. We review Bing search terms, UET conversion setup, LinkedIn profile targeting and Shopping feed status. Microsoft receives its own negative keywords and budget decisions. Separate reports judge the channel on qualified leads, sales and revenue.
Microsoft Ads management services
After a Google import, Microsoft performance data guides every campaign change. We manage campaign structure, product feeds, audiences, placements, budgets and reporting separately.
Search and Shopping campaign management
Search campaigns use Microsoft query data, negative keyword lists, device performance and conversion quality to set bids and budgets. Shopping campaigns use the same source feed as Google. We review Microsoft Merchant Center diagnostics and campaign structure separately.
Search campaigns
We compare imported keywords and ads with Bing search terms, Microsoft conversion data and brand coverage. Our search campaign management process sets match types and negative keywords.
Shopping campaigns and feeds
We keep product feeds aligned with the source catalogue. Microsoft Merchant Center reports platform-specific disapprovals. We manage product groups and query performance in the Microsoft account. Our Shopping and feed management process provides the product-data foundation.
Audience Network and Copilot placements
Microsoft Audience Network
We apply placement exclusions and separate budgets to Microsoft Audience Network campaigns. A defined performance threshold identifies inventory to pause. Microsoft reports remain separate from search.
Programmatic inventory and frequency controlsCopilot placements
Microsoft controls how eligible ads can appear across its search and Copilot experiences. We review the available campaign settings, assets and placement reports. The named specialist retains control of budgets and bidding.
AI marketing measurementMicrosoft Ads vs Google Ads
Microsoft Advertising has its own auctions, audience controls and conversion data. Its budgets, negative keywords and reporting should therefore be managed separately from Google Ads.
What differsGoogle AdsMicrosoft Ads
Search volume and auction pressure
Google: Usually carries more UK search volume and more advertisers in commercial auctions.
Microsoft: Carries less search volume across Bing, Edge and Copilot. Auction pressure and cost vary by query, so budgets are set from Microsoft data rather than copied from Google.
Audience and B2B targeting
Google: Uses query intent, first-party audiences and Google audience signals.
Microsoft: Adds LinkedIn profile targeting by company, industry and job function where the campaign type and market support it.
Tracking and automation
Google: Uses Google tag or GTM, enhanced conversions, offline imports and Google bidding strategies.
Microsoft: Uses UET, Microsoft conversion goals and its own offline imports. Bid strategies start from Microsoft conversion volume and require separate monitoring.
A Google import provides the starting structure. Microsoft search-term, audience and conversion data then guide its settings. We manage Google Ads management and Microsoft together. Separate reports show the qualified demand and revenue from each platform.
Importing Google Ads campaigns into Microsoft Ads
Microsoft's import tool can transfer useful Google Ads campaign structure. The imported account still needs separate reviews of tracking, audiences, budgets, assets and bidding before launch.
What imports cleanly
Core campaign structure, keywords, responsive search ads and many negative keyword settings provide a useful starting point. We validate every imported setting before launch.
What must be rebuilt after import
Microsoft requires separate UET goals, offline imports, remarketing audiences and channel budgets. We also check bid strategies and assets against Microsoft settings and expected volume.
Illustrative import review
Campaigns and ad groups
CopiedKeywords and match types
CopiedResponsive search ads
CopiedNegative keyword lists
CopiedConversion tracking
CopiedRemarketing audiences
CopiedBid strategy
CopiedBudgets
CopiedSitelinks and image assets
CopiedNo issues reported. Stopping at this screen leaves conversion goals, audiences, budgets and bidding unchecked.
Campaigns and ad groups
SoundKeywords and match types
SoundResponsive search ads
SoundNegative keyword lists
SoundConversion tracking
BrokenGoogle Ads conversion actions do not become Microsoft goals. UET, values and offline imports need Microsoft-specific configuration.
Remarketing audiences
BrokenAudience definitions and membership depend on Microsoft tags and data, so eligibility and population need checking after import.
Bid strategy
Needs rebuildingA bid-strategy setting can transfer, but Microsoft starts from its own conversion history and volume. Early performance needs close monitoring.
Budgets
Needs rebuildingA mirrored budget split ignores differences in Microsoft search volume and conversion quality. The split should be rebuilt from Microsoft evidence.
Sitelinks and image assets
Needs rebuildingAsset availability and associations need a manual review before the imported campaigns are approved to run.
The first weeks of management close these gaps. The import provides the campaign structure. We rebuild UET goals, audiences and budgets before judging Microsoft performance.
The first 30 days of Microsoft Ads data
Days 1 to 5
Validate the structure and rebuild measurement
Check campaigns, ads, keywords and negatives, then configure UET goals, conversion values and offline imports.
Days 6 to 14
Review Microsoft search-term data
Use early query, device and audience evidence to update negative keywords, bids and targeting.
Days 15 to 30
Set separate budgets and reporting
Allocate budget from Microsoft conversion quality and report the channel separately from Google Ads.
Microsoft Ads for B2B and LinkedIn profile targeting
Microsoft Advertising can use LinkedIn profile data on eligible campaigns. Available attributes include company, industry and job function. B2B accounts can use those signals to prioritise the companies and roles in the sales plan.
Qualified clicks on generic queries
A broad query such as "expense management software" can attract several job functions. Profile bid adjustments assign different bids to eligible job functions on the same keyword.
Account-based marketing in search
Named-account lists can inform company targeting in eligible Microsoft campaigns. Search bids then support the sales team's account plan.
Bidding on lead quality
CRM data identifies the industries and job functions that create pipeline. Offline conversion imports return those outcomes to Microsoft bidding.
LinkedIn profile targeting in search can use the same audience plan as paid social on LinkedIn. Paid social creates demand while search captures existing demand.
Three eligible profile attributes
CompanyNamed accounts and competitors
Adjust bids when a searcher works for a company on the approved account list.
IndustrySector-level qualification
Adjust bids for industries that produce qualified opportunities in CRM data.
Job functionDecision-maker weighting
Adjust bids for finance, IT, operations or HR when those functions influence the purchase.
Eligibility varies by campaign type, market and targeting setting, so it is checked before the audience plan is approved.
Microsoft UET and offline conversion tracking
Microsoft Advertising needs its own UET tag, conversion goals and offline imports. A Google Ads conversion tag does not provide Microsoft with the campaign-level outcomes required for bidding and reporting.
We audit UET to the same standard as our PPC conversion tracking work on Google. We use commercial values, deduplicated goals and offline imports when revenue closes off-site.
Microsoft tracking checks
UET tag coverage
The Universal Event Tracking tag must fire on every required page and event.
Conversion goals mirror reality
Microsoft goals use matching definitions and values where cross-platform comparisons require parity.
Enhanced conversions
Hashed first-party data can improve measurement where consent and Microsoft eligibility allow it.
Offline conversion imports
We import qualified leads, sales and revenue from the CRM. Microsoft bidding can then use outcomes beyond form submissions.
Deduplication
Deduplication prevents one sale from being recorded by several goals.
How Clean Digital manages Microsoft and Bing Ads
We manage the account from Microsoft data after the initial import. Search terms, conversion quality and reported revenue determine the next change.
Budgets, bids and lead quality
Microsoft conversion volume, device performance and qualified sales data guide budgets and bid strategies. We use CRM outcomes when the account provides them.
Separate reporting for incremental demand
Reports separate Microsoft spend, conversions, lead stages and revenue from Google Ads. The comparison shows whether Microsoft added qualified demand and justified more budget.
Microsoft Ads results
Published Clean Digital case studies combine paid media or paid search outcomes. We do not present those figures as Microsoft-only results. Your account review uses channel-level reports to show Microsoft's contribution.
Reliable channel reporting depends on Microsoft UET and offline conversion tracking.
- Channel performance
- Reports keep Microsoft spend, conversions, revenue and return separate from Google Ads.
- Lead quality
- Reports include qualified lead stages and closed outcomes when CRM data is available.
- Incremental demand
- The team reviews search queries, audiences and sales to identify demand that Microsoft added.
Microsoft Ads guides
- LinkedIn profile targeting in Microsoft Ads search campaignsHow eligible LinkedIn profile attributes affect B2B targeting.
- Advertising on alternative search engines beyond GoogleHow Microsoft and other search engines fit the channel plan.
- Account-level negative keywordsHow shared negative-keyword lists control irrelevant searches.
Related paid search services
- Paid search management across Google and Microsoft AdsManagement across Google Ads and Microsoft Ads.
- Search campaign managementQuery, match-type and negative-keyword control.
- Paid social (LinkedIn)Demand generation for the same B2B audiences.
- Conversion tracking & measurementUET, conversion values and offline imports.
- Google Ads managementManagement for the Google Ads account.
Microsoft Ads management FAQs
Answers on Microsoft Ads imports, Bing campaign management, UET tracking, LinkedIn profile targeting and budget requirements.
Is Microsoft Ads worth it if I already run Google Ads?
Microsoft Ads is worth testing when Bing has relevant query volume. The account also needs separate tracking, budgets and optimisation. Qualified leads, sales and revenue should determine whether the channel receives more budget.
Do you manage Bing Ads as well as Microsoft Ads?
Yes. Our Microsoft Advertising management covers Bing search and the Microsoft Audience Network. The same team manages LinkedIn profile targeting, Shopping and Microsoft Performance Max when the account supports them.
Can I just import my Google campaigns?
Yes. A Google Ads import transfers useful campaign structure. We then set Microsoft-specific budgets, audiences, negative keywords and bidding rules. Microsoft performance data determines each later change.
How is Microsoft Ads different from Google Ads?
The auctions, search volume, audience controls and conversion data are separate. Microsoft also offers LinkedIn profile targeting on eligible campaigns. The account therefore needs its own budgets, negative keywords, bid adjustments and reporting.
What is LinkedIn profile targeting?
LinkedIn profile targeting uses company, industry and job-function signals in eligible Microsoft Advertising campaigns. Availability varies by campaign type and market. We check eligibility before approving the audience plan.
Does Microsoft have Shopping and Performance Max?
Yes. Microsoft offers Shopping campaigns and an omnichannel Performance Max campaign type. We use each format when its inventory, measurement and expected volume suit the account.
How do you track conversions on Microsoft?
We install the UET tag and configure Microsoft conversion goals. We deduplicate goals, assign commercial values and import offline outcomes when revenue closes off-site. Separate reports show the result from each platform.
Is Microsoft Ads good for B2B?
Microsoft Ads can suit B2B accounts when Bing carries relevant search demand. Eligible LinkedIn profile attributes can target the required companies, industries and job functions. UET and offline imports show lead quality and pipeline outcomes.
How much does Microsoft Ads management cost?
Microsoft Ads usually sits within the wider paid search retainer because Google and Microsoft share strategy and reporting work. The fee reflects total scope and media spend across both platforms. Request an account review for a specific quote.
How much budget does Microsoft Ads need?
Microsoft query volume, expected conversion rates and the required sample size determine the budget. We use existing search and sales data to set the initial test. Microsoft performance then determines each budget change.
Request a Microsoft Ads account review
Get a senior review of your Microsoft Advertising account, including import gaps, UET tracking, search terms, audiences, budgets and separate channel reporting.
- Google import settings that need Microsoft-specific changes
- UET coverage, conversion values and offline outcome imports
- Search terms, negative keywords, audiences and budgets
- Microsoft-only leads, sales and revenue reporting
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